South West wineries keen to capitalise on the region’s biggest export market are being urged to attend a workshop at the end of the month.

The workshop hosted by the South West Development Commission will provide insight into how growing South West wineries can break into the Chinese market.

Capel Vale executive officer Simon Pratten said the market was unlike any other that he had experience with.

“The Chinese have taken an interest especially in red wines from around the world and Australia,” he said.

“It has been an important market for us for quite a while but we are still learning and working to understand the Chinese consumer.”

He said the middle class was expanding and developing a taste more Western-style wines.

“They have continued to learn more about Australian wine and wine in general,” he said.

“The route to market is quite different and not as traditional as other markets.

“There are lots of different ways the Chinese purchase wine, and it all first started with buying wine to gift as a prestigious product.”

He encouraged more wineries in the region to try to break into the market as the benefits would be widespread.

“The more wineries that break into the market, the more we can represent the region as a premium region,” he said.

“If we work together we can be known as a premium brand and a wine destination for tourists as well.”

Those interested in attending on January 31 in Yallingup can email mat.lewis@swdc.wa.gov.au.